Hi Florin, I've been perusing the Bread Bakers Guild of America website and it's stated goals have been in my head these last 48hours. They are: Communication: To promote interaction and the exchange of information between craftsman artisan bakers, their suppliers, and specialists in the science of baking and baking ingredients. Education: To encourage the education and training of young people interested in careers as bread baking professionals. Professionalism: To raise the professional standards of artisan bread bakers, and to help them receive the recognition which they have earned. Promotion: To bring together individuals involved in the production of high quality, artisan bread products, and to represent their common interests. Now I know that Cobs do not proclaim, at least as far as i am aware, to be Artisan (notice the capital 'A') bakers per se, a term which I find increasingly abused and heading toward complete disassociation from an 'original' meaning. However, let's just leave that argument alone for now. Looking at the last two points (professionalism and promotion) i don't see these being remotely of concern to Cobs. In fact, both their product and approach, and market shaping or flattening for that matter, seem to be in direct oposition to the guild's stated goals. So while we struggle to obtain the guild's goals through our own businesses, why should we support a company that could give a rat's ass, simply because the folks in the white hats (no, not the kkk) are our colleagues? I have worked in coffee for two years and have seen similar bashing of Starbucks et al. I have never felt strongly to join the chorus or defend the giant, simply because i pay it as little attention as possible. I cannot escape it or it's influence, and i'll give starbucks that nod, but i leave it at that. Their goals are simply not mine , nor mine theirs, so i leave it alone. Cobs bashing is boring. But I've never felt akin to the bakers in their employ other than a wistful (and perhaps patronizing, older brotherly) desire that they, as individuals, might someday concern themselves with quality. I think that the bakers's guild's goals are important because our livelihoods depend on them of course, but also, and most importantly, they both proclaim and enable our desire to share good bread with good people. Oh i could go on and on, sorry for the hastily drawn up answer. welcome.